Remarkable Branding And Marketing - Use Dinner Table Talking Points
Posted on March 26, 2008
Filed Under Business |
It’s a cornerstone of branding and marketing: we must focus on how our products benefit customers. But there’s a benefit that is often forgotten by the marketer–bragging rights.
If your customer buys from you, what story can they tell their friends about the experience? How does buying from you help them feel savvy and smart? What is it about doing business with you that makes them seem a little bit cooler, in their own eyes and in the eyes of their friends?
Let’s take art galleries as an example. Most galleries use descriptions that come from artists’ statements. Artists learn to write these statements in art school, in order to make their work seem more serious and significant to professors. Art school professors don’t (typically) know or care how to teach their students to find appreciative buyers for their work. This makes being an art school graduate somewhat problematic from a paying-the-bills perspective.
Artist’s statements are a prime example of copy that focuses on features (how the piece was made, what philosophy and materials went into creating it, etc.) rather than benefits.
As marketer and brand owner, it’s your business to translate features into benefits.
For art (and many other products), bragging points are a significant benefit. Instead of a typical artists’ statement, consider these ideas for bragging points worth talking about.
- Yoko Ono collects this artist.
- This piece is one of only 15 like it in the world.
- This glass vase was hand-blown in Italy by an 80-year-old master glassblower.
- This artist apprenticed with Jackson Pollack/Pablo Picasso/Andy Warhol.
- A higher number in this edition went for a quarter-million dollars at Sotheby’s last year.
You don’t have to be a gallery owner–every business has stories it can tell. Support your customers’ right to brag about how smart they are to buy from you. Remember that the word “remarkable” literally means that people are talking about you.
Take action today.
Talk with your customers and salespeople to uncover three interesting bragging points that could be made about your most profitable product. You’ll know you’ve got it when you come up with stories that could be told at a dinner party. Let your customers brag about their experience from you, and give them the ammunition to do it.
Copyright (c) 2007 Sonia Simone. Sonia Simone is a writer and editor who helps businesses create stronger relationships with their customers. You can read her blog at www.remarcom.typepad.com
Tags: branding, creating a brand, market small business, marketing, promoting business, promotion
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